In this study, Milgram had "confederates" stop on a busy city street and look upwards at the sky. He demonstrated that when one person was looking up, 40 percent of passerby also looked up, just in case something interesting was happening. (There was nothing to look at, just sky and buildings.) When two people were looking up, 60 of passerby looked up. When there were three people, the percentage jumped to 65 percent, and when there were four people nearly 80 of strangers stopped and stared upwards.
Seth Godin remarks:
My favorite part happens just before the first minute mark. That's when guy #3 joins the group. Before him, it was just a crazy dancing guy and then maybe one other crazy guy. But it's guy #3 who made it a movement.
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2006-2011 archives for The Daily Dish, featuring Andrew Sullivan